How To Conduct Interviews: Professional Techniques from A to Z

Interviews are one of the most important methods for obtaining valuable information - whether in science, market research, or human resources. Despite their widespread use, interviews cause many people headaches. How do I ask the right questions? How do I create a trusting atmosphere? And how do I properly evaluate the conversations later?

These challenges have intensified in recent years. Online interviews have become commonplace, ethical requirements are rising, and cultural sensitivity is becoming increasingly important. At the same time, new technologies like AI-supported transcription offer exciting possibilities.

In this article, you'll learn how to conduct interviews professionally from A to Z. You'll discover proven techniques, explore helpful tools, and get practical tips for typical pitfalls.

Interview Preparation – Success Factor for Meaningful Results

Good preparation is the be-all and end-all for successful interviews. This is where you determine whether you'll get useful results later or waste your time.

Defining Interview Goals and Format

Before you formulate even a single question, you must be clear about your goal. Do you want to gain deep insights into personal experiences? Then qualitative interviews are your tool of choice. Are you looking for measurable data and statistics? Then your path leads to quantitative interviews with structured questions.

The choice of format depends on your target audience. Personal interviews create the best foundation of trust and allow you to read nonverbal signals. However, they are time-consuming and geographically limited. Online interviews via Zoom or Microsoft Teams are more flexible and cost-effective but can bring technical hurdles. Telephone interviews are the compromise - they work even with poor internet connections but forgo visual elements.

A practical example: If you want to survey executives about their working methods, online interviews are often the best choice. They save travel time and enable busy managers to agree more spontaneously.

Creating an Interview Guide

A good interview guide is like a roadmap - it gives you orientation but leaves room for spontaneous detours. Formulate open questions that begin with "How," "Why," or "What." Avoid suggestive questions like "Don't you also think that...?"

Structure your guide into topic blocks. Start with simple, relaxed questions and work your way up to more complex topics. Consciously plan breaks where you can ask spontaneous follow-up questions. Often the most valuable insights arise in these unplanned moments.

An example of a good opening question: "Tell me about a typical workday in your position." This question is open, non-threatening, and gives the interviewee control over the conversation's beginning.

Organizational and Legal Preparation

GDPR makes clear requirements for interviews. You need a written consent declaration that explains what the data will be used for and how long it will be stored. Also inform your interview partners about their right to end participation at any time.

Test your technical equipment beforehand. Nothing is more embarrassing than an interview that breaks off due to technical problems. Check microphone, camera, and internet connection. For important interviews, you should always have a backup system - for example, a second recording device or an alternative internet connection.

Modern tools can significantly ease your organization. Digital calendar systems with automatic reminders reduce no-shows. Interactive guides enable you to take notes directly during the conversation and adjust questions.

Conducting Interviews – Practical Tips for a Successful Conversation Flow

The execution is the moment of truth. Here it becomes apparent whether your preparation has paid off and whether you have the necessary conversation management skills.

Professional Handling of Interview Partners

Active listening is your most important skill as an interviewer. This means: maintain eye contact, nod confirmingly, and summarize important points. Show genuine interest in the answers. People immediately notice whether you're really listening or just working through your questions.

Pay attention to nonverbal signals. Crossed arms can signal skepticism, nervous tapping impatience. Respond by adjusting your questioning strategy or taking a short break.

Create a relaxed atmosphere. Begin with small talk, explain the process, and emphasize that there are no "wrong" answers. A warm, authentic smile can work wonders.

Interview Techniques and Practical Implementation

Master the art of follow-up questions. When someone says "That was difficult," ask: "Can you give me a concrete example?" Or: "What exactly made it difficult?" These follow-up questions often bring the most valuable insights.

Silences are your friend, not your enemy. Many interviewers are afraid of silence and jump too quickly to the next question. Yet people often use these pauses to collect their thoughts and give deeper answers.

Document skillfully during the conversation. Brief keywords are better than extensive notes that distract you from the conversation. Modern tools like Sally can help here - they automatically record, transcribe, and summarize the most important points, so you can focus completely on the conversation.

Special Requirements for Online and Telephone Interviews

Online interviews have their own rules. Ensure good lighting and a quiet background. Look directly into the camera, not at the screen - this appears more natural to your counterpart.

For telephone interviews, you must replace nonverbal communication with verbal signals. Say "Mmh," "I understand," or "That's interesting" more often to show that you're listening attentively.

Use the advantages of technology. Tools like Zoom or Microsoft Teams enable screen sharing and showing documents when needed. AI-supported transcription services can help automatically document and later analyze the conversation.

Follow-up and Evaluation – Using Qualitative Data Effectively

The interview is over, but the real work is just beginning. Thorough follow-up determines whether you can actually use the valuable insights.

Transcription and Documentation of Interviews

Transcription is often the most unpopular part of the interview process. Manual transcription is time-consuming - for every hour of interview, you must plan about four to six hours. Modern transcription software like Sally, Otter.ai, or Trint can drastically reduce this time.

Automatic transcription is faster and more cost-effective, but not always perfect. Dialects, foreign words, or poor audio quality can lead to errors. A hybrid solution often works best: automatic transcription with manual post-processing of the most important passages.

Document not only what was said, but also the context. What was the mood? Were there distractions? This information can help later with interpretation.

Analysis of Qualitative Data

Analysis begins with coding. Read the transcripts multiple times and mark recurring themes. From these codes, you develop overarching categories and patterns.

Specialized software like MAXQDA or NVivo significantly facilitates this process. It enables systematic organization of large amounts of data and visualization of connections between different themes.

Don't forget to reflect on your own role. Did you influence certain answers through your questions? Did personal prejudices color your interpretation? This self-reflection is an important building block for valid results.

Ethical Principles and Data Protection in Follow-up

Handle the data with utmost care. Store it encrypted and limit access to authorized persons. Consistently anonymize names and other identifying information.

Adhere to agreed deletion deadlines. If you promised to delete the data after six months, then do so. Trust is the foundation for honest interviews.

Inform the interviewees about important findings if this was agreed upon. Many people appreciate learning how their contributions were used.

Special Aspects and Challenges in Interviews

Not every interview runs smoothly. Here you'll learn how to handle typical problems and master even difficult situations.

Dealing with Difficult Interview Partners and Situations

Sometimes you encounter skeptical or reserved conversation partners. Build trust through transparency. Explain why their opinion is important and how the insights will be used. Perhaps share results from previous studies to show that you work seriously.

For speech inhibitions, a change of perspective often helps. Instead of "How do you assess..." ask "If a colleague asked you..." This indirectness can resolve blockages.

An example from practice: A personnel manager was initially very reserved when it came to critical evaluations of his executives. Only when the interviewer emphasized that the insights should contribute to improving leadership quality did the conversation partner open up.

Considering Cultural Differences

Cultures differ greatly in their communication styles. While Germans often appreciate direct feedback, people from other cultures might prefer indirect communication. Inform yourself beforehand about cultural peculiarities of your target group.

Adjust your questioning accordingly. What is considered polite in one culture can be perceived as intrusive in another. The meaning of silent pauses also varies greatly between cultures.

For international interviews, you should also consider time zone differences and cultural holidays. An interview on Friday afternoon doesn't work equally well in all cultures.

Technological Support in the Interview Process

Modern technology can simplify the entire interview process. Scheduling tools like Calendly reduce coordination effort. Digital consent forms accelerate the registration process.

AI-based applications like Sally revolutionize follow-up. They can not only transcribe but also identify important topics and create summaries. This saves time and allows you to focus on interpretation rather than documentation.

Pay attention to data protection compliance when choosing tools. Not all international providers meet GDPR requirements. Inform yourself about server locations and data processing guidelines.

Conclusion and Summary

Conducting interviews is an art that combines preparation, empathy, and technical know-how. The most important success factors are thorough preparation with clear goals, creating a trusting conversation atmosphere, and systematic follow-up.

Modern technologies like AI-supported transcription and analysis tools can significantly simplify the process and improve the quality of results. At the same time, ethical principles and cultural sensitivity remain indispensable for professional interview conduct.

The biggest challenges - from difficult conversation partners to technical problems - can be mastered with the right preparation and appropriate strategies. It's important that you continuously develop your skills and remain open to new methods and technologies.

Ultimately, every interview is about people and their stories. If you keep this in mind, you will not only obtain better data but also conduct respectful and enriching conversations.